She Won’t Say So, But Trust Me, She’s Terrific!
I've actually had people ask me what the key IP in their books should be. I've been asked how to establish client need, and how to respond to client inquiries. If you're an expert, you should have a profound grasp on
Some People May Not Want to “Handle” Your Book
If you're going to send one of your books to a client or prospect in your marketing efforts, send an electronic version as well as hard copy. That's especially important today when many people aren't accessing business mail frequently (or
I Need This? I Did Not Know That.
Marketing is about creating a need among your ideal buyers which your value can fill. It's not about "working the phones" or "feet on the street" or "finding the pain" all the other adages from the 50s. If you create
Outside Not Inside
It's very difficult to displace existing consulting resources in a prospect. They have built trust, have strong relationships, probably have a track record of success. You can't replace them from inside the organization, you have to do it externally. If you have
Where’s the Business?
Do not plan complex relationships with other consultants which appear to be "mutually beneficial." Follow the advice of Ms. Clara Peller, speaking on behalf of Wendy's: "Where's the beef?" Unless there is a solid piece of business "on the table," any
Three Sales in One
If you want to expand your your business and improve your revenues without much work at all, just remember that any new sale has three components: The immediate project or advisory relationship. Expanded business. Referral business. Many consultants leave two of
The Service Department
When I bought my very first luxury car, the dealer took me into the service department, and I noticed it was cleaner than a hospital, immaculate. He made his point. It wasn't just about selling a car, it was about
Are Your Pipes Holding Water?
I'm on Zoom yesterday afternoon speaking to a coaching client on some very important client issues. My cell rings and I say, "I'm sorry, Thomas, I need to take this for a minute, it's my plumber." "Oh, sure, go ahead," he
Entering International Markets
Choose the course of least resistance: Domestic clients with overseas operations Foreign companies with domestic operations Current clients’ foreign customers and suppliers Use counsels’ offices and chambers of commerce, e.g., German counsel general in San Francisco Use associations: American manufacturers
When someone asks you, "What are the three essential